That's the message from the Foodbank of the Virginia Peninsula, which is among three food banks that will benefit from the Extreme Food Drive's goal to raise more than 306,000 pounds of non-perishable food items by Feb. 5.

The campaign is a passionate goal for Duane Cotton, the Chesapeake-based builder for ABC TV's "Extreme Makeover: Home Edition" project in Hampton Roads. On Sunday, a lucky Southside family will learn their old house will be torn down to make way for a new structure, courtesy of volunteers that make it happen in 106 hours.

"The theme of our build is 'It's Our Time to Make a Difference,' " said Cotton, 40, who grew up in Hampton. "That means it's time for us to do something good for our neighbors in Hampton Roads and this food drive is the way everyone can help."

No one face represents the faces of today's hungry, according to Loretta Jones-Knauth, chief development officer at the Peninsula food bank on Hosier Street in Newport News.

"He or she could be a coworker, elementary or middle school child, person behind you in line or even your next-door neighbor," she said.

"Those in need often are part of the working poor and are simply not making enough money to support themselves or their family.

"For others, the problems we see at the food bank are that some families are eating two or three meals a day but may be malnourished. Why? Purchasing inexpensive foods, trying to stretch their food budget.

"Another reality is seniors who have to choose between food, medicine and utilities, though few elders will admit it until the problem is grave. Meals on Wheels reports that as many as six million seniors are going hungry."

So far, the Peninsula food drive has seen 35,400 pounds left at 90 drop-off sites, so much more is needed to reach the big goal, which would be a record food drive in Extreme Makeover's history. So far, the champion is 306,000 pounds from a food drive held during a Georgia build.

The food that is raised in each area stays in that service area, according to food bank officials.

All Farm Fresh and DAV thrift stores are drop-off sites, collecting food in boxes marked with special Extreme Food Drive posters. You can also take food directly to the food bank on Hosier Street in the Hilton area of Newport News; visit nnfoodbank.org or call 596-7188 for more information.

Now through Feb. 4, customers who take food items to the DAV thrift stores get a 10 percent discount off all clothing. A concentrated food drive is being held Saturday at the Denbigh DAV store on Warwick Boulevard in upper Newport News.

"Even though the thrift stores' primary objective is to help veterans, we try and help out the community as much as possible," said Mike Long, contract manager for the thrift stores.

"That is why we are a food bank drop-off point year-round and why we partner with groups like Arc (a local nonprofit organization that serves people with developmental disabilities)."

Old Point National Bank and BayPort Credit Union locations also are collecting for the Extreme Food Drive.

"Pick up an extra can of soup at the grocery store and we are a pound closer to our big goal," said Erin Black, vice president at Old Point, which also serves as a year-round collection point for the food bank.

BayPort has been helping the food bank for 16 years, sponsoring events such as the Tastefully Yours fund-raiser in April.

"Help us 'move this bus Feb. 5' and feed thousands in our communities," said Maria Owens, City Center branch manager for BayPort.